‘The future of beauty is personalized, sustainable and powered by AI’

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Subscribe to enjoy similar stories. Mumbai: As the beauty industry pivots to personalization, L’Oréal, the global cosmetics leader with annual revenue exceeding $40 billion, recognizes the critical role of marketing. As the fourth-largest advertiser worldwide, the French multinational allocates around 32% of its net sales to advertising and promotions, according to Asmita Dubey, L’Oréal’s global chief digital and marketing officer.

In an interview with Mint, Dubey discussed the evolving landscape of beauty marketing, sharing insights into L’Oréal’s extensive influencer strategy, the role of artificial intelligence (AI) in product development and consumer engagement, and how the brand remains culturally relevant across 150-plus countries. Sustainability and digital transformation are central to L’Oréal’s mission to make beauty more accessible, inclusive, and personal. Edited excerpts: We collaborate with over 60,000 influencers worldwide, spanning all age groups.

For Gen Z, in particular, authenticity is critical. They value reviews and peer-to-peer recommendations. When working with influencers, we give them our brand codes but encourage them to express beauty in their own unique way.

Last year, we achieved a 28-29% share of influence across the beauty sector, which speaks to the success of this approach. Also read | L’Oréal India seeks to amp up its online play, aims to become €1 bn business Messaging has indeed evolved. It’s now about being in tune with cultural cues and the intersection of consumer expectations and technology.